The hotline was activated on Thursday immediately after Governor Jeb Bushdeclared a state of emergency. Florida law prohibits charging excessive orexorbitant prices for essential items (such as gas, shelter, food, water,generators, batteries and lumber) once a state of emergency has beendeclared. Price increases that can be attributed to increased costs to theretailer are allowed.

When price gouging can be verified, people and businesses can be fined upto $1,000 per violation, up to a maximum fine of $25,000 a day.

In the first 24 hours of the price-gouging hotline activation, theDepartment has received more than 160 calls. This includes price-gougingcomplaints and some requests for information.

"It's important that people know that even before the storm gets very closeto Florida, the emergency is in effect and therefore price-gouging laws areactivated," Bronson said. "I urge people to contact us if they believe anyperson or business may be taking advantage of this serious situation forpersonal profit."

The price-gouging hotline will be staffed on Saturday and Sunday during theday and citizens will also be able to leave voice mails if they call in theevening. Every complaint is investigated by the Department. Citizens areasked to call 1-800-HELPFLA (1-800-435-7352) with any reports ofprice-gouging.